Christmas is when many of us drink more than usual: 61% of drinkers do over the festive season, and 1 in 5 suffer more hangovers. With almost half of UK adults not drinking or planning to cut down, we built JOMO Club's broadcast PR campaign around the 'Joy of Missing Out' and the best alcohol-free drinks to enjoy over Christmas. We put JOMO Club's founder and chief executive, an alcohol-free drinks expert, on air across a radio day of interviews plus TV. The campaign secured 12 items of radio and TV coverage reaching 1.8 million, including London Live, BBC Radio Three Counties and BBC Radio Lincolnshire.
JOMO Club wanted to be seen as a market leader in non-alcoholic drinks and promote the best alcohol-free drinks to enjoy over Christmas.
The message
JOMO stands for the 'Joy of Missing Out'. JOMO Club brings together the best-tasting alcohol-free spirits, mixers and mocktail recipes for people who want to stop drinking or drink more mindfully.
The angle
Almost half of UK adults are not drinking or plan to cut down, and 61% of drinkers drink more than usual over the festive season, with 1 in 5 suffering more hangovers, so it may be time to try alcohol-free alternatives and choose the 'Joy of Missing Out'.
On air
JOMO Club's founder and chief executive, an alcohol-free drinks expert
The result
12 items of coverage reaching 1.8 million, including London Live, BBC Radio Three Counties, BBC Radio Lincolnshire.
About Christmas
Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Christmas for 2026?
Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
